“A woman asks little of love: Only that she be able to feel like a heroine.” ~Mignon McLaughlin
I like this quote not so much for what it says about women, per se, but what it says about human nature and advertising.
We want companies and products that make us feel and let us be seen the way we want: heroic, smart, hip, sexy, caring, etc.
And how we want to be seen usually has as much to do with temperament and tribe as gender.
- Guardians/Methodicals/SJs want to feel and be seen as dependable, respectable, and judicious
- Idealists/Humanistic/NFs want to feel and be seen as benevolent, creative, growth-minded, and inclusive
- Rationals/Competitives/NTs want to feel and be seen as masterful, self-directed, and ingenious
- Artisans/Spontaneous/SPs want to feel and be seen as lively, high-impact, courageous, and worthy of attention.
If your advertising and products help scratch that itch, you’ll find customers that love you for it.
How does your advertising and product help people feel?
P.S. Mignon McLaughlin has lots of great quotes. Here are two more with advertising lessons baked into them:
“Even cowards can endure hardship; only the brave can endure suspense.”
“No matter how brilliantly an idea is stated, we will not really be moved unless we have already half thought of it ourselves.”